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Guerrilla advertising

May 18 2009
New York-based guerrilla marketing firm uses homeless people in its "socially responsible campaign" Guerrilla adverts aiming to draw attention to rough sleepers have been spotted in and around Europe, the US and even as far as India. GoGorilla Media, a New York-based guerrilla marketing firm, paid several homeless people to stand outside New York advertising agencies holding a hand-written sign that described their difficulties. Alan Wolan, president of the firm, said: "The campaign is putting money in the pockets of the homeless and is a socially responsible campaign that allows us to reach media personnel in a thoroughly unique and effective manner." However, Mr Wolan admitted that the campaign also helped advertise his agency, as a box containing free promotional GoGorilla media kits was placed adjacent to the homeless helper. Meanwhile, in Paris, M?©decins du Monde - working at the time for the agency Euro RSCG C&O - has formed another powerful guerrilla campaign. Targeting doctors, Monde fixed crosses to the edge of numerous sidewalks. Each cross said: "Every winter, hundreds of homeless die on the streets. React." A firm called Support, sponsored by the agency Everest Y&R, has backed yet another recent guerrilla promotion in Mumbai, India. Support hid cut-outs of a homeless child in over 54 coffee shops with the aim of helping homeless youths affected by drug addiction, HIV and AIDS. The campaign generated more than ¬£200,000 in six weeks. Guerrilla advertising was first established in 1992.